Reddit has released a report highlighting its expanding role in shaping consumer purchase behavior. Users increasingly rely on Reddit conversations to make informed decisions, valuing the platform’s real-world product experiences shared by engaged subreddit communities.
The platform’s crowd-sourced upvote system promotes the most helpful responses, boosting their visibility. This influence is underscored by Google’s partnership with Reddit, granting access to Reddit data for search and AI applications.
“In a world of expanding options, decreasing trust in influencers and heightened economic pressure, people are becoming more intentional about their buying choices. They turn to Reddit communities and conversations throughout their shopping journeys to vet their options and make faster, better decisions. In addition, posts on Reddit remain useful and provide value weeks, months, or even years later.”
Key findings from Reddit’s report include:
- 88% of users consult Reddit to assist with purchase decisions.
- Reddit search results often rank highly on Google, with many users specifically adding “Reddit” to their queries for detailed insights.
- More than half (57%) of Reddit posts mentioning brands or products continue to receive views for over a year.
For brands, active participation on Reddit can foster positive engagement. Reddit notes that:
- One organic brand post per week is linked to a 3.5% increase in positive user posts about that brand.
- Three organic brand comments per week on user posts, combined with paid media, correlate with a 2.2% rise in positive mentions.
Furthermore, Reddit advertising contributes to broader marketing success. A media mix modeling analysis with TransUnion showed Reddit ads delivered an average return on ad spend (ROAS) of $6.94 for tech advertisers.
In conclusion, Reddit is becoming a significant platform for product discovery. Brands can benefit from engaging authentically within communities and leveraging Reddit ads to amplify their message. The platform’s full marketing impact report and the Reddit Trends tool offer more insights for businesses considering their presence on Reddit.